This new music video for Insomniac by Powell – aka Diagonal label boss Oscar Powell – has a bit of history behind it.

It all started when Powell emailed Steve Albini – the iconiclastic music producer best known for giving a primal sound to the likes of Nirvana's In Utero – to ask for clearance for a sample of Albini introducing a song when he used to play with Big Black. Albini replied saying yes – and then rolled off a rant about how he has 'detested mechanized dance music, its stupid simplicity, the clubs where it was played, the people who went to those clubs, the drugs they took, the shit they liked to talk about, the clothes they wore, the battles they fought amongst each other... basically all of it, 100 percent hated every scrap."

The full rant – which you can read here – proved to be perfect publicity material for the song's label XL Recordings, which put it on a billboard in East London (below) and then launched a PR operation around it.

Now the works have been animated into the music video above – which has block type and lurid colours that are just as screamingly brash as both Albini's email and his original on-stage shouts.